We sent our clients a gift that whisked them away to remember their past. Based on their age and nationality, we identified the ‘signature World Cup’ for each client. For example, an Irish person between the ages of 30 and 40 is very likely to have fond memories of Italia ‘90. Even if the individual is not a huge football fan, we felt a significant World Cup for their nation will always be something talked about, that leaves an impact for that country, whether that’s France, New Zealand, USA, Cameroon, England or various.
The gift itself was a framed miniature jersey, designed to match the kit from their chosen World Cup. And because everyone has secretly dreamed of scoring that 90th-minute winner, we personalised it with their name on the back. Each individual pack (for 60 people from 21 countries) had carefully crafted copy, written around iconic tournament moments, and cultural events in that year/summer. The eight or nine lines of text, part prose/part poetry, would appeal to memories and national pride, with some reference to the tournament and salient insights from that time.